When working in the fashion industry, there are many tasks that must be completed on a daily basis. Everything from initial designs to production and client management are monitored diligently, making fashion a world in which business and creativity collide. There are a number of key clothing and fashion design objectives that are kept in mind by fashion industry workers at all levels.
Creativity is the base of any fashion company. The designer, or design team must work to develop a fresh perspective on fashion with each new line. They must also know how to make their ideas into a reality, without losing sight of the concept in the process. With this creativity, comes a lot of research. In order to develop their ideas to the fullest, industry professionals should have a solid idea of what other designers are creating, and have created throughout fashion history. This generates a true understanding of what has and has not worked, and allows individuals to bring old concepts to life in a new way, while avoiding recycling concepts completely.
Developing and maintaining a unique and professional image is perhaps the most important objective of all for any fashion company. The image is what defines the company and what comes to mind when the company's name is heard, or a piece from the line is spotted. An image is created primarily through advertising and promotional methods. Photo and video shoots are meticulously curated by a team, with specific models selected, sets designed, and scenes set up in order to create a desired image. For example, a company that creates a campaign based around Outback travels will be considered worldly and natural, while a company that features tea parties will seem more youthful or elegant.
Maintaining strong relationships with clients is the key to any company's survival. Designers must work to keep clients up to date with new styles, and occasionally even offer perks for their support. This means keeping up with social networking sites, making it easy for consumers to keep in touch with the company and get updates on work that is being done. It also means keeping in close contact with retailers, sending them emails featuring new designs, and inviting them to visit the studio and see the work process in person. Anything that can be done to make the company and designs more accessible to the clients is worth it in the end.
Ensuring that designs are produced at top quality, helps to seal the company's popularity and staying power. If great ideas are poorly executed, clients will be disappointed, and the designs will not sell at top price. Quality assurance means hand selecting the materials to be used for the fabrication of each piece, hiring reliable sewers to create them, or even creating them yourself, and visiting the sewers on a daily basis to check up on things. Doing this will save the company a lot of trouble in the long run, as one bad order can taint the company's image.
Lucy Clarke has been a freelance writer since 2007, generating creative content for the publications of each college she has attended. She holds a Bachelor of Fine Arts in visual art from the University of Ottawa, a Bachelor of Fine Art in illustration and fashion design from the Ontario College of Art and Design and a creative writing diploma from George Brown College.